Posts

Showing posts from June, 2015

What Captain Kirk Teaches Us About Business

Image
Even among those who haven't followed the Star Trek franchise, Captain Kirk and William Shatner (the actor who played him) are household names. Whether you're a lifelong Trekkie or only know the character's name in passing, here are six Captain Kirk/William Shatner quotes we found particularly inspiring for marketing and business professionals.

"Genius doesn't work on an assembly line basis... You can't simply say, 'Today I will be brilliant.'"

When starting out or working your way up in business, you must acknowledge that you don't know everything there is to know about your industry. You're not going to wake up one morning with the experience to be an industry leader. Instead, you must be willing to study and learn as you go.

"You either believe in yourself or you don't."

Running a business is never a sure thing. Chances are when you start your own company you'll find yourself facing skepticism from many different peopl…

The Four Key Steps to Successful Branding Today, Tomorrow, and Beyond

Image
Here's a marketing truth that bears repeating: Your brand is one of the most powerful weapons you have in your quest not only to attract the widest possible audience, but to differentiate yourself from the competition in a meaningful way. While the type of brand you're trying to build may vary as your company grows and evolves, the steps you'll use to create and cultivate that brand won't. Here are four key steps to successful branding that are just as useful today as they will be tomorrow, a year from now, and beyond.

1. Make Marketing Decisions with Your Customers in Mind

Just as you wouldn't attempt to offer a service or release a product your target audience wouldn't want, try to keep this same thought in mind when planning your marketing campaigns and branding strategy. Do your target customers respond well to direct mail materials? Are they the type of people who like "larger than life" materials like print billboards? These are all questions yo…

Monet and Picasso: There's Room for You, Too

Image
There are people who love art and can explain to you in-depth what you should know about some of the greatest artists. They can break down for you the differences in style and how the artists used different brush strokes to create the final image. These art aficionados can look at a painting and tell you the style it was painted in and the likely artist.

For the rest of us, trying to keep track of all the names and theories behind great art can feel a bit overwhelming. While all of us can appreciate the work that goes into the creation of a beautiful painting, trying to analyze the different styles can be a challenge. For outsiders looking in at the art world, it can feel as though the industry is completely saturated. There are so many different styles and forms that it can seem impossible for any new ideas to be developed. Yet somehow, each generation manages to come up with unique art ideas that resonate with different people.

The significance of Monet and Picasso

If you asked mos…

The Power of Personalization

Image
Print marketing is still one of the best and most effective ways to connect with your target audience and create brand awareness on a large scale. For starters, print marketing is tangible -- you're giving a person something they can hold in their hands and, more importantly, something they can pass along to a friend or family member.

Despite the many benefits of print marketing as a medium, many people still seem to miss one of its most powerful and most natural tools: personalization. When you take a look at just how effective personalization can be, you'll be shocked you weren't embracing it in the past.

Personalization: By the Numbers

In 2012, the industry organization InfoTrends conducted a study on marketing communication. It revealed several interesting facts, all of which are important to know when planning your next marketing campaign. The good news is that print marketing is alive and well, even in an era where everyone carries a smartphone or other type of mob…

Learning to Dream Again

Image
The next time you find yourself in the company of preschool-age children, ask them what they want to be when they grow up. Children are known for dreaming big. In a class of 20 students, you might find yourself surrounded by several future astronauts, firefighters, teachers, ballerinas, doctors, and scientists. Their little minds can be inspiring for us adults.

Children dream uninhibitedly. They dream about things the rest of us find unobtainable. Too often, we think about all the obstacles in our way and allow our minds to entertain the "what ifs," rather than the "why nots." As we mature, our goals need to be more realistic for our skills and abilities, but that doesn't mean we have to stop reaching for the stars.

We need to remember our childhood innocence when it comes to our dreams. It's the only way we'll ever accomplish all the things we're truly capable of achieving.

As Gloria Steinem says, "Without leaps of imagination, or dreaming,…

Integrating Social Media and Print: Leveraging the Best of Both Worlds to Your Advantage

Image
It's certainly no secret that social media is increasingly becoming one of the single most important tools to connect with your target audience in the most meaningful ways possible. After all, sites like Facebook, Twitter, Instagram, and more have hundreds of millions of unique users who are actively engaged in social activities on a daily basis. It would be a shame to let such a valuable resource go to waste.

At the same time, you certainly don't want to neglect your print campaign. It's still one of the most effective marketing weapons in your arsenal and always will be. So how do you ensure you're paying equal attention to both print and social media?

The answer is simple: integrate social media into your print campaign and leverage the benefits both have to offer.

Grab Attention and Refuse to Let it Go

In today's crowded marketplace, the goal of any campaign is to grab the attention of prospective customers. You aren't just trying to sell a product or ser…
10 Excel Tricks Every Marketer Should Know...

Hopping Aboard the Bandwagon

Image
The bandwagon effect is nothing new. Scientists have been amazed for decades by the propensity for people to follow the lead of others. It seems to dominate our lives in so many ways! We become more likely to buy products our friends buy, and we even find ourselves ascribing to the opinions and beliefs of those around us. This psychological phenomenon might be one of the most interesting and influential topics of study in the field of neuro-marketing.

An excellent example in the world of public opinion can be found in the Oxford Journals, dating back to 1977. This experiment used two groups of questionnaires to study participants. Each contained the same four questions, but one set of questions was accompanied by recent public poll results regarding answers to the question. The study found that those in blue collar trades seemed to react negatively in opinion and response rate to the addition of the polls, while white collar workers reacted positively in both of these areas.

The fin…

Ever Wondered Just How Effective a Call to Action Really Is?

Image
While it's true the larger goal of your marketing efforts involves spreading the word about the products or services you sell, this isn't the only thing you're trying to accomplish. Gently guiding your customers through the various stages of the sales funnel, from the moment they begin looking for a solution to the moment they choose to do business with you, is arguably even more important. When it comes to that particular goal, perhaps the most important weapon in your arsenal is and will always be the call to action.

What Is a Call to Action?

A call to action is some type of statement, link, or graphic that provides potential customers with instructions regarding exactly what you'd like them to do next. It may be as simple as telling a customer to provide their phone number so you can contact them and discuss their options further. If your site runs a blog containing helpful articles that are relevant to your brand, the call to action might be "Click here to rea…

Predictive Analytics: One of the Keys to Direct Mail Marketing Success in 2015 and Beyond

Image
Direct mail marketing is still one of the best and most efficient ways to connect to your target audience, even in this social-media-centric world. But that doesn't mean you need to eschew technology altogether. Case in point: predictive analytics are quickly becoming not just a recommendation, but a requirement for anyone running a direct mail campaign.

What Are Predictive Analytics?

At their core, predictive analytics leverage statistics, data mining, and similar techniques to create a prediction about future behaviors. The idea is to take the past behavior of your target audience and use it to make educated guesses about future activities.

The concept is used in Internet advertising on a daily basis. Have you ever wondered why you suddenly see advertisements for home audio and video equipment or Blu-ray movies right after you purchase a high-definition television set online? It's a combination of programmatic advertising and predictive analytics at play. Marketers know tha…